PCM Key Terms - 7.1 Flashcards
Advertising
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Advertising Appropriation
The advertising budget for a specific time period
AIDA Model
A common model of the series of mental stages through which consumers move as a result of communications: Aware ness leads to Interests, which lead to Desire, which leads to Action
Audience
Two or more receivers, or individuals that decode a coded message
Channel of Communication
The means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process
Communication
The process of conveying a message to others. It requires a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
Communication Channel
The medium of transmission that carries a coded message from the source to the receiver or audience
Decoding
Converting signs or symbols into concepts and ideas
Encoding
Converting meaning into a series of signs or symbols
Feedback
The receiverÕs response to a decoded message
Field of Experience
A similar understanding and knowledge that a sender and receiver apply to a communicated message.
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact
Message
The information sent by a source to a receiver during the communication process
Noise
Anything that reduces a communicationÕs clarity and accuracy
Personal Selling
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision
Public Relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
Push Policy
Promoting the product only to the next institution down the marketing channel
Receiver
The individual, group, or organization that decodes a coded message
Sales Promotion
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
Target Audience
The group of people at whom advertisements are aimed
Trial
The consumer’s actual first purchase or use of the product or brand
